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Chapter I Introduction CHAPTER I INTRODUCTION A. The Initial Idea Indonesia is the world's biggest archipelago country with five large islands and four islands. Indonesia as a whole has 17,504 islands. Indonesia has a strategic location geographically and has become one of the trade paths. This definitely impacts the Indonesian people's social, economic and cultural life (Buku Informasi Statistik, 2017). Bangka Belitung Islands is one of province in Indonesia which also contributes in economic sector of Indonesia. Economic sector includes agricultural sector and non-agricultural sector. Agricultural sector itself divided into five subsectors which are food crops sub-sector, plantation crops sub-sector, forestry sub-sector, fishery sub-sector and livestock sub-sector. Plantation sub-sector especially in fruits and vegetables makes a significant contribution to the national economic sector. One kind of fruits that is on high demand and production is durian. Below table shown the growth rate of durian production based on province in Indonesia: TABLE 1 Durian Production Based on Province, 2016-2018 (ton) Year Growth No. Province 2018 over 2016 2017 2018 2017 (%) 1 Aceh 23,888 21,241 24,149 13,69 2 Sumatera Utara 74,811 64,659 82,872 28,17 3 Sumatera Barat 43,886 74,540 57,670 -22,63 4 Riau 6,912 12,369 27,443 121,86 5 Jambi 13,704 21,372 20,391 -4,59 6 Sumatera Selatan 14,205 19,930 56,843 185,22 Source: BPS dan Direktorat Jenderal Hortikultura (2019) 1 TABLE 2 Durian Production Based on Province, 2016-2018 (ton) Year Growth 2018 No. Province 2016 2017 2018 over 2017 (%) 7 Bengkulu 12,999 11,555 15,057 30.31 8 Lampung 28,481 33,019 29,683 -10.10 9 Kep. Bangka Belitung 1,761 3,195 7,189 124.98 10 Kep. Riau 2,964 2,190 4,582 109.25 11 DKI Jakarta 36,000 44,000 72 65.83 12 Jawa Barat 56,662 66,314 95,056 43.34 13 Jawa Tengah 74,969 91,385 143,227 56.73 14 DI Yogyakarta 8,328 6,767 6,596 -2.52 15 Jawa Timur 201,687 227,952 276,426 21.26 16 Banten 6,889 22,628 77,629 243.07 17 Bali 11,157 8,435 24,584 191.45 18 Nusa Tenggara Barat 13,064 11,948 13,491 12.92 19 Nusa Tenggara Timur 1,690 1,089 2,007 84.41 20 Kalimantan Barat 11,676 15,022 25,282 68.30 21 Kalimantan Tnegah 7,365 4,098 11,232 174.06 22 Kalimantan Selatan 12,548 6,954 25,291 263.71 23 Kalimantan Timur 9,078 7,166 9,192 28.27 24 Kalimantan Utara 4,364 5,359 15,517 189.56 25 Sulawesi Utara 8,561 4,317 9,355 116.70 26 Sulawesi Tengah 17,666 13,770 13,945 1.26 27 Sulawesi Selatan 37,140 17,068 35,808 109.80 28 Sulawesi Tenggara 3,061 2,622 6,862 161.70 29 Gorontalo 1,297 4,034 4,409 9.31 30 Sulawesi Barat 16,146 5,954 9,574 116.70 31 Maluku 5,915 6,479 9,303 43.60 32 Maluku Utara 2,119 1,278 267 -79.11 33 Papua Barat 155,000 158,000 424 167.74 34 Papua 238,000 293,000 665 127.42 Indonesia 735,419 795,200 1.142.094 43.62 Source: BPS dan Direktorat Jenderal Hortikultura (2019) Based on the table above, it can be seen that there is a significant increase of durian production in Bangka Belitung from 2016 to 2018. The growth of durian production from 2017 to 2018 reached 124.98%. 2 TABLE 3 Number Production of Fruits by Commodity in Bangka Tengah 2017-2018 Commodity 2017 2018 Alpukat 114,29 138,46 Belimbing 22,48 48,91 Duku 35,4 167,17 Durian 474,5 1574,3 Jambu Biji 21,47 55,58 Jambu Air 39,79 58,29 Jeruk Siam 11,31 19,97 Jeruk Besar 1,2 18,93 Mangga 171,9 208,78 Manggis 6,6 145,66 Nangka 48,28 377,32 Nanas 144,41 198,55 Pepaya 248,17 231,78 Pisang 565,36 408,05 Rambutan 224,1 312,96 Salak 6,48 51,73 Source: Agriculture Department of Bangka Tengah Regency (2019) Furthermore, above table shown that durian production in Bangka Tengah has increased as much as 231.78% from 474,5 to 1574,3. Therefore, it would be a great opportunity to process the durian into types of dishes and be served to the society in Bangka Belitung, especially in Bangka Tengah. TABLE 4 Population in Bangka Tengah 2015-2019 (Year) Sub-District 2019 2018 2017 2016 2015 Koba 40.039 39.498 38.944 38.377 37.813 Lubuk Besar 28.610 27.970 27.321 26.664 26.017 Pangkalan Baru 50.657 49.177 47.689 46.191 44.734 Namang 26.279 25.859 25.430 24.991 24.559 Sungai Selan 15.633 15.458 15.278 15.092 14.909 Simpang Katis 34.980 34.466 33.941 33.405 32.870 Kabupaten Bangka 196.198 192.428 188.603 184.720 180.902 Tengah Source: BPS Bangka Tengah (2019) 3 According to the data above, it can be seen that population in Bangka Tengah are growing and increasing in numbers. Pangkalan Baru has an estimated total population of 50.657 in 2019. The increasing number of population must be increasing the demand of food service activities as can be seen on the table below: TABLE 5 The Growth Rate of Gross Regional Domestic Product (GRDP) at Current Market Prices by Industrial Sector 2014-2018 (Million Rupiah) PDRB Atas Dasar Harga Berlaku Menurut Lapangan Usaha Lapangan Usaha (Juta Rupiah) 2014 2015 2016 2017 2018 Pertanian, Kehutanan, dan 900.260 1.076.120 1.171.818 1.206.301 1.170.812 Perikanan Pertambangan dan 1.426.579 1.432.440 1.369.200 1.377.649 1.256.413 Penggalian Industri Pengolahan 905.702 635.090 652.645 713.906 744.065 Konstruksi 620.225 707.610 773.625 835.981 908.245 Transportasi dan 918.448 1.027.803 1.146.120 1.286.946 1.405.121 Pergudangan Perdagangan Besar dan Eceran; Reparasi Mobil 666.736 747.592 792.925 857.137 930.042 dan Sepeda Motor Penyediaan Akomodasi 185.162 211.316 231.169 253.686 281.167 dan Makan Minum Informasi dan Komunikasi 110.294 120.004 129.302 141.399 149.498 Jasa Keuangan dan 38.693 43.248 47.051 50.369 54.847 Asuransi Real Estat 192.076 211.393 222.582 238.797 245.986 Jasa Perusahaan 16.291 18.004 18.641 20.118 22.048 Administrasi Pemerintahan, Pertahanan 428.108 497.910 543.278 586.470 626.404 dan Jaminan Sosial Wajib Jasa Pendidikan 172.320 201.538 231.780 250.472 268.431 Jasa Kesehatan dan 82.029 95.204 103.985 113.756 117.543 Kegiatan Sosial Jasa lainnya 24.178 27.218 30.364 33.846 37.155 PDRB 6.690.270 7.056.165 7.469.014 7.972.210 8.223.597 Source: BPS Bangka Tengah (2019) 4 Based on the data above, providing accommodation and food beverages sector in Bangka Tengah keeps increasing significantly in number from year to year. Moreover, the consumption of durian in Indonesia has increased as high as 82.42% from 2016-2018. TABLE 6 Average per Capita Consumption of Durian 2016-2018 Growth Average No. Food Items 2016 2017 2018 2016-2018 (%) Weekly Consumption A 0.021 0.008 0.041 82.42 (kg/capita/week) Yearly Consumption B 1.095 0.417 2.138 82.42 (kg/capita/year) Source: BPS Statistics Indonesia (2019) Therefore, it can be said that Bangka Tengah especially Pangkalan Baru has a great market potential to establish food and beverages business such as “FROIAN”. “FROIAN” will be located in Jl. Soekarno Hatta No. 1, Pangkalan Baru as it is located in the major roads and highways which will be passed by people who want to go to the city from districts area. “FROIAN” is a quick service restaurant with farm-garden atmosphere which serve durian-based desserts especially frozen yogurt dessert. “FROIAN” itself comes from “Frozen Yogurt Durian”. “FROIAN” will be the first restaurant in Bangka Tengah which serve Frozen Yogurt Durian in farm-view concept. 5 B. The Objectives The feasibility study that will be conducted on “FROIAN” aims to thoroughly investigate the construction and manufacturing process of this restaurant in accordance with the aspects related to it. The objectives in this feasibility study divides into two parts, major objectives and minor objectives. Major objectives are the objectives regarding all the core aspects of the business. Meanwhile, the minor objectives are the objectives about the impact of the business that influence its surrounding, environment, and society. 1. Major Objectives The main objective of this feasibility study are as following: a. Market and Marketing Aspect To find out whether this business is feasible or not be run and compete in industry by investigating the marketing aspects (including demand and supply analysis, segmentation, targeting, positioning, marketing mix, and external factors which could affect the growth of the business). b. Operational Aspect To find out whether this business is feasible or not be run and compete in industry by investigating the technical aspects (including analysis of activities, facilities, and relationship between activities and facilities, calculation of space needed, site selection, main and supporting facilities provided and technology needed).
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